Preferences Among NFL Fans: Skin Tone and Merchandise Sales
Haverford College. Department of Economics
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This paper investigates discrimination against black NFL players by looking at sales of licensed merchandise from the year 2013 to 2021. When controlling for player and team performance, results strongly show that black players are less likely to be among the top merchandise sellers. Using a structural model, I find that for every level of merchandise sales, white players are 84% more likely to achieve sales above that level compared to black players.